Project Overview
ADE x SoundCloud present: The Move Booth
For my bachelor’s project in connective design, I created the ADE MoveBooth concept, an interactive dance booth to enhance the festival experience. Festival goers can create personalized avatars through the SoundCloud app and dance with them in real-time while waiting in line. Their movements are live-streamed on a large screen, with exclusive SoundCloud music playing to entertain the crowd. This project blends music, technology, and engagement, offering a fun, immersive way for attendees to connect while also attracting new SoundCloud subscribers.

Brief
Develop a complete concept for ADE in partnership with SoundCloud to make the queue waiting experience at ADE house/techno festivals more enjoyable, while encouraging the creation and active use of (new) SoundCloud accounts.
ADE and SoundCloud logo's
Design Process
Target audience Research
To develop the product as effectively as possible, I applied various research methods, conducted analyses and studies, and performed user tests. I’ve highlighted my key findings and adjustments.
Research method used: interviews.  Key findings: the target audience highlights these points when it comes to what excites them before attending a festival:
Music
Music
Friends
Friends
Pre-festival thrill
Pre-festival thrill
Social content
Social content
Concept 1.0
Festival goers can personalize an avatar in advance using the SoundCloud app. While waiting in line, they can interact with their avatars at the dance booth. Simply scan the QR code at the booth through the app to retrieve your avatar and those of your friends. The avatars' dance moves are streamed to a large screen with music, creating an engaging experience for everyone in the queue. After the festival, users can access the video of their avatars and friends in the app.

Storyboard of the user journey 

Concept 2.0
After a feedback round with my peers, I made some adjustments, finalizing the idea.
Having two people at a MoveBooth proved challenging in terms of timing, as the queue can move quite quickly. 
○ The idea of streaming the music to the crowd in line has been changed to streaming it to the crowd inside as stage backdrop. This shift emphasizes the sense of community by connecting the waiting festival goers outside with those already inside, while live-streaming the festival music from indoors to outdoors.
I also thought it would be interesting to integrate two separate MoveBooths, allowing different people in the queue to interact with one another, further enhancing the sense of community. 
Additionally, I strengthened the idea of exclusive music from the queue that can only be found on SoundCloud, encouraging users to return more frequently with an active account.

This way the concept engages the users in three different stages:
At home: Personalize your avatar in the SoundCloud app.
In the queue: Dance with your avatar! No avatar designed? No problem! Simply enter your email and choose from one of the default avatars at the booth. The dancing avatars from both booths will be streamed inside the festival as a stage backdrop.
After the festival: The video of your avatar and your friends will be available in the app, along with the exclusive music from the queue.

Final Product
The queues for a festival can feel endless... Standing on your feet for hours, sometimes in bad weather, the overwhelming crowds, the loud noise, and the butterflies in your stomach.
ADE partnered up with SoundCloud to get you through these lines entertained
Create your own avatar in the SoundCloud app and get your unique QR code
Scan your personal QR code from the SoundCloud app to get your avatar at the MoveBooth
Dance at the MoveBooth with your own avatar, or pick a pre-made one to use!
Together with another avatar from another MoveBooth, your cool moves will be streamed to a giant screen in the crowd. Let’s party!
The music being streamed in line is exclusive to SoundCloud — join now and stream the best tracks while you wait
Or share that awesome avatar dance video with all your friends after the festival!
Back to Top